Digital Marketing Managers are in steady demand. To land one of these roles, you need to understand what the job entails, what skills recruiters prioritize, and how to position yourself as a strong candidate. This guide covers the responsibilities, career outlook, required skills, and practical steps to move into management.
Managerial roles in a digital marketing team or agency attract talented, experienced candidates who have hands-on, real-world expertise and know how to use strategy and market research to produce measurable, successful campaigns that resonate with brand audiences.
Part of the appeal is that, as a Digital Marketing Manager, you may have opportunities to work in diverse settings, whether for an ambitious start-up, within a digital marketing agency, or as a manager and supervisor in a larger digital marketing department for a bigger corporation.
This type of role blends strategic oversight with creativity, analytical thinking, and research skills, as well as the ability to work cohesively with colleagues focused on design, graphics, copywriting, and specific platforms, like social media and PPC, to create improved outcomes that hit core brand targets.
The Role of a Digital Marketing Manager
The Digital Marketing Manager is in charge of developing digital marketing campaigns or big-picture strategies that more junior colleagues then implement. That could mean designing short-term campaigns for specific platforms or setting targets around ways to improve website traffic, generate more leads, and grow brand recognition.
Most Digital Marketing Managers work closely with other managerial personnel, usually reporting to a Head of Marketing or similar senior leadership colleague, who can help to ensure brand messaging is consistent across all projects and that the manager has the resources and budgets they require.
Like many roles, a Digital Marketing Manager in a smaller team will likely be expected to be more involved with day-to-day tasks, perhaps dealing with strategy development, implementation, and reporting. They may have a more supervisory position in larger departments, although with the ultimate responsibility for digital marketing performance.
Key Responsibilities
Digital Marketing Managers are responsible for overseeing strategic and operational aspects of digital marketing.
Core responsibilities include:
- Strategy Development: Develop and execute comprehensive digital marketing strategies aligned with business objectives and target audience needs
- Multi-Channel Campaign Management: Oversee SEO, PPC, content, social media, and email marketing campaigns across multiple channels
- Team Leadership: Lead and mentor digital marketing team members, delegate tasks, and manage workflow effectively
- Performance Analysis & Reporting: Analyze campaign performance using analytical tools and report on ROI and key metrics to senior management
- Budget Management: Manage marketing budgets, allocate resources strategically, and ensure maximum return on investment
- Market Research: Conduct ongoing research to stay current with digital marketing trends, tools, and best practices
- Cross-Functional Collaboration: Work with sales, product, creative, and other departments to ensure integrated marketing efforts
How Digital Marketing Managers Fit Within Marketing Teams
Digital Marketing Managers are primarily tasked with coordinating and managing the digital marketing function. This could look very different between two organizations or agencies and depend on the types of digital marketing the brand or business engages with.
Some common areas where Digital Marketing Managers provide oversight include:
- Social Media Marketing: Managing and reporting on social media campaigns, ensuring marketing colleagues communicate core messaging, leverage newer platform features, and include high-quality, on-brand content across Instagram, Facebook, LinkedIn, TikTok, and X.
- Content Marketing: Overseeing all third-party content, podcasts, videos, articles, and thought leadership pieces to ensure consistency and position the brand as an authority in the relevant space.
- Email Marketing: Controlling email marketing strategy, ensuring databases are properly managed, communications are tailored to customer expectations, and that open and response rates are clearly tracked.
- SEO: Delegating and approving SEO campaigns and ongoing optimization work, driving landing pages and the website higher up search engine rankings while complying with changing standards.
- PPC Advertising: Setting budgets and monitoring PPC campaigns, ensuring spend per click achieves acceptable returns, and reporting back on outcomes and optimization opportunities.
Digital Marketing Managers often form the link between directors and boards and the rest of the digital marketing department. As the face of the digital marketing function, they are the managers who deal with problems or queries in the first instance, recruit and train junior staff, and delegate tasks while monitoring the split of work and projects.
How to Become a Digital Marketing Manager
There are several pathways to becoming an in-demand Digital Marketing Manager. Many professionals initially work in a more junior position and develop their skills, digital marketing portfolio, and abilities over time, they can then apply for a management role to utilize their knowledge and progress to a higher-paid position.
Education Requirements
Many recruiters will look for candidates with a bachelor's degree in marketing, business, communications, or a related field, although practical experience may be considered equally valuable. The key is to have work experience within other marketing positions, which is necessary to take on a managerial post.
Certifications
Digital Marketing Managers commonly have certifications in specific digital marketing skills, potentially including:
- Google Analytics Certification
- Google Ads Certification
- HubSpot Inbound Marketing Certification
- Facebook Blueprint Certification
- Hootsuite Social Media Marketing Certification
Depending on the job you'd like to apply for, certifications may be more or less relevant, but an area of specialty can be beneficial.
Building Your Portfolio
When you're ready to apply, you'll need to create an up-to-date resume showcasing your work experience, qualifications, and achievements, demonstrating where you have undertaken projects or campaigns with a high level of responsibility.
Agencies and recruiters will also often ask Digital Marketing Manager applicants to provide a portfolio to showcase their abilities and evidence of real-world expertise. These could include examples of campaigns, client testimonials, or reports showing campaign outcomes.
→ How to Create a Digital Marketing Resume
→ How to Build a Digital Marketing Portfolio
Essential Skills for Digital Marketing Managers
What skills do you need to become a Digital Marketing Manager? Based on job postings on our job board and across the industry, successful candidates demonstrate expertise across three key areas: technical proficiency, interpersonal strengths, and business acumen.
Technical Skills
- SEO & SEM: Understanding of search engine optimization and search engine marketing principles
- PPC Management: Proficiency in Google Ads, Bing Ads, and paid search campaign management
- Analytics: Advanced knowledge of Google Analytics, data analysis, and performance tracking
- Marketing Automation: Experience with platforms like HubSpot, Marketo, or Pardot
- CRM Systems: Familiarity with Salesforce or similar customer relationship management tools
- Email Marketing: Knowledge of email marketing platforms and best practices
- Social Media Advertising: Experience with Meta Ads Manager, LinkedIn Campaign Manager, and other social platforms
Soft Skills
- Strategic Thinking: Understanding consumer behaviors and targeting to maximize campaign returns
- Leadership: Ability to inspire, mentor, and manage a diverse team of marketing professionals
- Communication: Clear, concise communication whether instructing colleagues, presenting to management, or creating campaign content
- Time Management: Handling multiple tasks and campaigns simultaneously while prioritizing urgent functions
- Interpersonal Skills: Collaborating effectively with sales teams, clients, colleagues, influencers, and media channels
- Problem-Solving: Quickly identifying issues and implementing solutions to keep campaigns on track
- Adaptability: Staying current with rapidly changing digital marketing trends and platform updates
Business Skills
- Budget Management: Planning, allocating, and tracking marketing spend across channels
- Project Management: Coordinating complex campaigns with multiple stakeholders and deadlines
- ROI Analysis: Measuring and reporting on marketing performance and return on investment
- Vendor Management: Working with agencies, freelancers, and technology partners
→ Essential Digital Marketing Skills
Career Path & Progression
Digital Marketing Managers typically follow this career progression:
Entry Level: Marketing Coordinator → Digital Marketing Specialist
Mid-Level: Digital Marketing Specialist → Digital Marketing Manager → Senior Digital Marketing Manager
Senior Level: Senior Digital Marketing Manager → Marketing Director → VP of Marketing → Chief Marketing Officer (CMO)
Alternative Paths: Some Digital Marketing Managers specialize further and move into roles like:
- Head of SEO
- Head of Paid Media
- Director of Performance Marketing
- Director of Growth Marketing
The typical timeline from entry-level to Digital Marketing Manager is 3-5 years, though this can vary based on company size, industry, and individual performance.
Digital Marketing Manager - Job Description Template
We are recruiting an experienced Digital Marketing Manager to lead marketing strategy development and implementation, oversee all ongoing campaigns including social media and content initiatives, and work alongside sales and client communication teams to drive success.
Our chosen Digital Marketing Manager must be experienced working in a dynamic and competitive field, with exceptional time management abilities and strong campaign monitoring and analytical capabilities.
Responsibilities:
- Create, implement, and update digital marketing strategies to provide continual improvements to customer experiences and web traffic
- Monitor all platforms and funnels, ensuring conversion touchpoints are optimized
- Lead digital campaign development and perform research into ways to engage and capture interest in target demographics
- Work closely with the in-house marketing team on campaign concept, development, and execution
- Review campaigns and marketing efforts to ensure full compliance with best practice standards and advertising legislation
- Analyze and report on trends, insights, performance, and progress towards KPIs
- Manage marketing budget allocation and track ROI across all channels
- Lead, mentor, and develop junior marketing team members
Requirements:
- Bachelor's degree in marketing, business, communications, or related field (or equivalent experience)
- 3-5+ years of experience in digital marketing roles
- Prior experience in management or team leadership
- Certifications in Google Ads and Google Analytics preferred
- Strong analytical skills and data-driven mindset
- Excellent communication and interpersonal abilities
- Proven track record of successful campaign management and optimization
Find Digital Marketing Manager Jobs
Ready to take the next step in your digital marketing career? Digital Marketing Manager roles offer competitive salaries, diverse responsibilities, and opportunities to make a real impact on business growth.
Whether you're looking for a position at an innovative startup, an established corporation, or a fast-paced agency, there are opportunities available across industries and locations.